The existing research on new media and online marketing mostly takes the development of new media as the research background, but does not discuss how to use new media to carry out online marketing substantively. By analyzing the online marketing mode of enterprises based on WeChat platform, this paper discusses how enterprises develop new media as an online marketing channel, and provides some suggestions for their online marketing strategies.
I. Definition of core concepts
Internet marketing is an integral part of an enterprise's overall marketing strategy, and it is a variety of activities to create an online marketing environment with the Internet as the basic means [1]. The network has a great influence on consumer behavior, and the online marketing of enterprises affects the success or failure of their entire marketing strategy to a greater extent. New media is a form of communication and media that provides users with information and entertainment services by using digital technology, network technology and mobile technology through the Internet, wireless communication networks, satellites, computers, mobile phones, digital televisions and other terminals [2]. The new media studied in this paper mainly refers to the network terminals represented by smart phones.
Second, network marketing based on traditional network channels.
Under the traditional network marketing, enterprises usually take the form of establishing enterprise websites, placing online advertisements and carrying out online promotion activities. The usual channel of these online marketing is the Internet terminal based on PC, which adopts the form of mass communication.
1. Company website. Enterprise website is the earliest online marketing channel adopted by enterprises. By establishing the corporate website, it can provide a window for the public to know about the enterprise, and it is also conducive to the spread of corporate image. Enterprises usually publish corporate culture, company profile, product or service profile, corporate honor and other information on the website. Although corporate websites can promote the promotion of their products or services to a certain extent, this marketing method is passive and difficult to reach the target customer base, and netizens rarely take the initiative to pay attention to a corporate website because of their products or services, so the marketing effect is not good.
2. Online advertising. Compared with corporate websites, corporate online advertising is an effective online marketing method. The forms of online advertisements include web advertisements, streaming video advertisements, and online soft articles. Compared with traditional media advertising, online advertising has lower investment cost, which can help enterprises to establish their brands quickly through high coverage and high frequency. For example, the website Vanke Eslite established a brand image among netizens through a large number of online advertisements in the initial stage of promotion. However, on the other hand, it is precisely because of the low cost of online advertising that there are too many online advertisements, which may easily arouse the resentment of netizens and may have a multiplier effect.
3. Online promotion activities. Network promotion represented by group purchase is also an important channel for enterprise network marketing. Group buying accurately identifies the public psychology in form. Merchants cooperate with group buying websites to launch low-discount products to attract consumers to experience their products or services and make an impression on them for secondary consumption. The form of group buying was widely sought after in the early stage of implementation. However, because the product price discount often leads to the user experience is lower than expected, and the probability of secondary consumption is not high, which is not a long-term effective online marketing method.
Third, the advantages of WeChat platform compared with traditional online media
As a mobile phone software, WeChat is closely related to personal information. Smartphones of new media can surf the Internet anytime and anywhere, which PC can't do. In addition, compared with other network platforms, WeChat platform also has significant advantages in communication.
1. acquaintance network, minority communication. According to the latest user statistics of WeChat official website, its registered users exceeded 300 million in 2013/5 years. As a mobile social software, it can be accepted by the public in a short time. One of the main reasons is that its user source is based on existing Tencent users. At the same time, WeChat can also add friends across platforms. Wechat users can add friends and family members who have opened the WeChat service by accessing the mobile phone address book. Wechat is different from other similar social platforms. The circle of friends it has established is full of people it already knows, and the interpersonal network it has established is an acquaintance network. Its internal communication is a kind of minority communication based on acquaintance network, and its reliability and arrival rate are beyond the reach of traditional media.
2. Rich media content, easy to share. Compared with traditional media, a remarkable feature of new media is the application of mobile Internet technology. Through terminals such as mobile phones, you can browse information anytime and anywhere, making full use of fragmentation time, and WeChat can be described as the ultimate in this respect. WeChat's unique intercom function makes social interaction no longer limited to text transmission, but a rich media communication form of pictures, words, sounds and videos, making it easier to share what users see and hear. At the same time, users can not only use the chat function, but also share the content with friends through the "circle of friends" function of WeChat, as well as through the functions of reprinting, forwarding and @.
3. WeChat public platform, one-to-many communication. Wechat public platform was officially launched on August 20 18 12. Through this platform, individuals and enterprises can create an official WeChat account to realize all-round communication and interaction with words, pictures and sounds of specific groups. Wechat public platform is a powerful way for enterprises to promote their business. The communication mode of WeChat public platform is one-to-many communication, which directly pushes messages to mobile phones, so the arrival rate and viewing rate are almost 100%. Many individuals or companies have a large number of fans because of the high-quality push content of WeChat official account. With the help of WeChat official account, the product placement promotion is not easy to cause users' conflict due to the high recognition of WeChat official account by fans and users, and the high arrival rate and viewing rate can achieve very ideal results.
4. LBS-based special geographical location service. LBS (Location-based Service) is a service based on geographical location. It includes two meanings: one is to determine the geographical location of mobile devices or users; Secondly, provide various location-related information services; Refers to all kinds of service systems related to positioning, referred to as "positioning service". Compared with traditional online media, WeChat's geographical location service is a major feature, and its functions such as "people looking for attachments", "shaking" and "drifting bottles" are all based on LBS. Wechat can easily obtain users' geographical location information through mobile phone GPS service. Users can check their geographical location when sharing the latest news, and friends can also see their location. Geographical location is important information for businesses to carry out accurate marketing.
5. Convenient interactivity and fast real-time update of information push. At the same time, as a social software, WeChat is different from other online media because of its convenient interactivity. Especially on the WeChat public platform, users can interact with the official corporate WeChat account just like communicating with friends. Enterprises can immediately push information to the public through the official WeChat account, which is updated quickly. For example, E Long Travel Network, a successful official account of WeChat, will push suitable tourist areas to users according to seasons and weather conditions, and users can reply directly and consult hotel reservations in tourist areas, which is difficult to do in other online media.
Fourth, enterprise network marketing based on WeChat platform and its characteristics
1. Word of mouth communication-recommended by "WeChat" acquaintances. In the new media era, mass communication is no longer the only choice for enterprise network marketing. In contrast, network interpersonal communication has become a more effective new way of network marketing. Because most of the WeChat circle of friends are acquaintances or official WeChat accounts, it is easier for users to establish trust relationships with each other in interaction. After the user experience, you can rate the products or services of the enterprise, and you can also share information with your friends through WeChat's powerful rich media transmission function. This marketing model recommended by acquaintances can better ensure the transmission and reading of information and promote the consumption of users.
2. Accurate marketing of content positioning-"WeChat" public platform. Users can get relevant push messages by following WeChat official account, or they can order content with WeChat official account. When enterprises use WeChat for online marketing, they are not limited to opening official accounts of enterprise WeChat, but also can cooperate with some official accounts of non-enterprise WeChat with a large number of fans to achieve the purpose of product promotion through product placement. For example, the official account of WeChat and the "kitchen" on WeChat can push recipes to users according to their needs. After knowing the user's taste, the account will selectively push some cooking product information, and the user is likely to like this taste and go to the pushed website to buy it. This kind of implantable marketing is more acceptable to users, and users' trust in the official WeChat account will also bring them a good impression of the products they push, which is more likely to lead to purchase behavior.
3. LBS-based location marketing-"WeChat" location service. WeChat chat interface can easily send users' geographical location, which is another breakthrough for enterprises to carry out precise marketing. Similarly, taking "E Long Travel Network" as an example, users can get information about nearby restaurants, transportation, hotels and so on by sending their current geographical location, and can also book nearby hotels and guesthouses through this official WeChat account platform. After obtaining the location of this user, the official WeChat account will also push relevant travel information to the user accordingly. Wechat's LBS platform has fulfilled users' demand for information and achieved the purpose of commercial promotion. This mutually beneficial marketing model is not easy to cause users' resistance to push information, and it is highly accepted.
High acceptance and accurate content are the two characteristics of using WeChat platform for online marketing, which is the mass communication that traditional marketing model lacks. Using WeChat platform for online marketing can make up for the shortcomings of traditional online marketing model.
Five, enterprises use new media to carry out network marketing strategy.
1. Pay attention to word-of-mouth marketing. Under the condition of new media, the audience is not only the object of enterprise marketing activities, but also the network media makes them become communicators. Consumers will spread their experience and evaluation of enterprise products or services to the internet or friends circle. In the new media era, the most influential factors that determine consumers' purchase decisions are the evaluation on the Internet and the reputation of friends. Therefore, enterprises should pay special attention to establishing a good reputation among users when using new media for network communication.
2. Product customization and precision marketing. What products users want, we will produce, which is the core view of 4C marketing concept. But now users' needs are becoming more and more personalized, and it is difficult for businesses to understand each user's demand for products through market research and realize customized demand. However, new media can meet this demand to some extent. Users communicate with merchants through platforms such as Weibo and WeChat to obtain customized information and products. The reason why traditional advertisements are not easily accepted by the audience is that their content positioning is not accurate enough, while new media provides businesses with an opportunity to know customer information, and enterprises should make full use of this opportunity to accurately position the advertising content.
3. Use search engine marketing. According to the 30th China Internet Development Report released by China Internet Information Center in 20 12, in June of 20 12, the search function accounted for 66.7% of all applications used by mobile phone users, second only to instant messaging [4]. It shows that people rely on the search function of mobile phones. Using search engine marketing is to optimize the product information of enterprises through a series of search engines according to the information content retrieved by users, so as to attract users to actively understand product information.
New media has a profound influence on the consumption behavior of the public, and consumers' buying behavior no longer depends on advertising and promotion. Enterprises should adapt to the changes of consumer behavior, seize the opportunity, actively explore new media marketing channels, make good use of the advantages of new media, change marketing concepts and models, and make up for the shortcomings of traditional online marketing, so as to achieve better marketing results.
References:
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